Branding and promotion strategies, market segmentation, target Essay

Branding and promotion strategies, market segmentation, target marketing and positioning in international tourism - Essay Example Tourism Australia is a statutory body subject to the Commonwealth Authorities and Companies Act 1997 (CAC Act). This recognises the commercial focus of the new body and the need for it to operate flexibly in a commercial environment." The expenditure of tourist dollars by international visitors has the same economic effect for a country as selling products by export in international markets. Attracting international visitors is, therefore, encouraged by most countries around the world-especially by their governments and major tourist service providers such as airlines, hotel chains, major tourist attractions and tourist events. With increasing international travel, due to technological innovations in transportation and global communications, the competition for international tourists is increasing and, therefore, applying marketing principles and techniques to destinations has become a growing area of marketing practice. Of particular relevance to the international marketing of destinations are branding and promotion strategies, market segmentation, target marketing and positioning. Australia is a long-haul destination from many of the large tourist markets. ... ive skills and knowledge of four separate organisations: the Australian Tourist Commission; See Australia; the Bureau of Tourism Research and Tourism Forecasting Council. The main objectives of Tourism Australia under the Tourism Australia Act 2004 are to: Influence people to travel to Australia, including for events; Influence people travelling to Australia to also travel throughout Australia; Influence Australians to travel throughout Australia, including for events; Help foster a sustainable tourism industry in Australia; and Help increase the economic benefits to Australia from tourism. Tourism Australia is a statutory body subject to the Commonwealth Authorities and Companies Act 1997 (CAC Act). This recognises the commercial focus of the new body and the need for it to operate flexibly in a commercial environment." The expenditure of tourist dollars by international visitors has the same economic effect for a country as selling products by export in international markets. Attracting international visitors is, therefore, encouraged by most countries around the world-especially by their governments and major tourist service providers such as airlines, hotel chains, major tourist attractions and tourist events. With increasing international travel, due to technological innovations in transportation and global communications, the competition for international tourists is increasing and, therefore, applying marketing principles and techniques to destinations has become a growing area of marketing practice. Of particular relevance to the international marketing of destinations are branding and promotion strategies, market segmentation, target marketing and positioning. Australia is a long-haul destination from many of the large tourist markets. Therefore, the

Enterprise Development, Culture and Management Assignment

Enterprise Development, Culture and Management - Assignment Example An entrepreneur is a risk taker. He is a unique person in the society with skills that are crucial for championing change. On the other hand, any individual who works as his own boss is considered as an entrepreneur. Entrepreneurship is a term that is often used interchangeably with innovation. Innovation can be referred to as an intentional process of change aimed at creating value by targeting opportunity and in quest of advantage. Entrepreneurship emphasizes on the creation of new products and services, new production processes, new organisational structures and the invention of new markets. New entrepreneurial ideas are those that can be commercialized and should be able to contribute greatly to the development process of the entire society. Entrepreneurship plays a very crucial part in economic development process. Economic development is usually influenced to a great extent by entrepreneurial activities. Innovation propels the economic growth and development of any country. The level of economic performance relies hugely on the level of technology used by firms. Research and development, which is characteristic of entrepreneurship, provides a great thrust to technological advancements in companies and hence production efficiency. Neo-classical economics acknowledges that economic growth is as a result of enhancements to the basic factors of production such as labour and capital, which is the main objective of entrepreneurs. Entrepreneurship is characterised by competitive actions that spur market processes to success. The introduction of new activities in the market is essential for the development process of trade. Established firms as well as new entrants in the market develop new products that respond to the varyin g needs of consumers and thus contribute enormously to the development of the economy and betterment of the society (Wong et al 2005). Entrepreneurship and innovation are thus universal primary determinants of